Branding - in the Digital Age. Getting out there (and bringing quality clients back with you)
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- Spencer Austin Mason
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1 Branding - in the Digital Age Getting out there (and bringing quality clients back with you)
2 Branding 1. Why branding 2. What is it 3. Rebranding 4. Communicating it 5. Turning it into work 6. Digital mediums & tips
3 Why branding? Be: Found Remembered Credible Win: Clients Employees A buyer Trusted before met
4 Before & After
5 Before & After
6 What is a Brand? Unique words Memorable images Conveying a personality Reflecting your values
7 What is a Brand? Elemental (adj.) simple; basic; pertaining to rudiments or first principles. Our name reflects our philosophy that even the smallest business can use simple, low cost marketing effectively. The Poppy captures our attention. Simply, naturally, without ostentation. But the Tall Poppy is also a symbol for You. A business unwilling to accept the average and willing to stand above the rest.
8 Where is a Brand? Website signature Vehicle signage Site signage Letterhead Business card Social media Client reviews Documents Newsletter Directories Online ads Office sign/fitout Voic Print ads Uniforms Logo Portfolio Tagline Quotations Behaviour CONSISTENCY IS POWER
9 Creating/recreating a brand 1. Start over 2. Update your logo 3. Tweak your logo 4. Change your name 5. Tweak your name 6. Add a tagline
10 Creating/recreating a brand
11 Creating a brand
12 Name & Tagline Your Name = Who you are Tagline = What you do for people
13 Name & Tagline
14 Protecting Your Brand 1.Domain name/s 2.Business name 3.Style guide 4.Branding review 5.Marketing plan
15 Branding > Leads ROI: Small business can not afford to do branding alone.
16 Branding > Leads
17 Branding > Leads 5,000 marketing messages a day See something 6 times before buying Branding builds trust & recognition Marketing asks those interested to buy You need both but the ROI is in marketing
18 Branding > Leads BRANDING Signage Uniforms Stationery Behaviour Documents BOTH (SALES) Website Display homes Directories Social Media Review Sites CALL TO ACTION Print ads Facebook ads Adwords/reach local Events Radio TV
19 Digital Fast & Cheap Small business s leveller. In order of importance:
20 Website Strong brand & personality High-low-mid end About us is crucial Personal story Portfolio type Multiple call to action sign up Social media Contact (lots)
21 Signature Brand everyday action Mimic your web menu Include awards icons Include associations Highlight your tagline Multiple call to action Link to gallery Link to about us Highlight your phone no
22 Google+ FREEEEE Googlemybusiness.com Google loves you Add client reviews Add new locations Upload images Multiple call to action Link to gallery Link to website Highlight your phone no/s
23 SM - Facebook Schedule for 3 times a week Your page is not the hub boosted posts and ads can go to your website Boost to your likers and their friends, or if under 350 to a local demographic Rule of thirds: 1/3 newsy 1/3 value & advice 1/3 or less call to action
24 SM - Instagram Link to your facebook posts Build a following of renovators and high end For larger reaching businesses geographically Modern, award winning feel Rule of thirds: 2/3 images mostly interior / fittings 1/3 or less personal images or sales
25 SM - Houzz Free listing is fine to start Images are king Client reviews are also king Q&A get close to the market Content affilations, awards Measure leads Call to Actions: Clear phone no Website link Social media icons
26 Other Directories Mostly free Images contact details KEYWORDS High profile backlink HIA Yellow pages True local Hot frog Local business guide Start local Womow
27 Other DIY SEO Install Yoast to your website for SEO ticks 300 words on every page Relevant, genuine content Video ranks highly, stock images don t Google ranks on: Authority have other sites link back to you suppliers, directories, clients, news sites Trust over time more people will choose you Relevance the more you say to the clients you want the more specific your relevance
28 Adwords/Reach The more specific the better Negative out you name + cheap Goal to get to website then website converts Google is losing the right hand side more competition Measure the cost of your lead/meeting/sale
29 Marketing. 1.Create a Brand 2.Create Stuff 3.Get it out there 4.Measure 5.Repeat
30 Q. REVIEWS 1. Website 2. Brand 3. Social Media 4. Competitor Elemental Solutions ElementalSolutions.com.au MKTG PLANS 1. DIY Plan 2. W/support 3. Vic 12 April Katherine Grace katherine@elementalsolutions.com.au
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